Marketing of Container Terminals: The container port business has expanded by over 10.1 per cent per annum since 1990. Fuelled by the globalisation of the world economy this process will continue. Even cautious forecasts indicate that port demand will at least double to 2015 with between 550-630m TEUs handled in the world＊s ports at that time.
This process places great strains not simply on the provision of new and better container terminals, but also underlines the importance of maximised returns on these massive investments.
Marketing of Container Terminals has the following specific benefits:
It provides commercial policy benchmarks for container ports and terminalsIt includes new ideas for pricing terminal servicesNew concepts for dedicated services aimed at keeping customers on board are detailedA framework for effective terminal promotion is providedSuccessful and effective strategies for the future are detailedProvides an understanding for competitor evaluationIt is a guide for privatising ports in setting up a commercial policy
Marketing of Container Terminals condenses this experience and provides an essential guide to all those currently running, expanding or planning to develop new container terminals.
Marketing of Container Terminals draws together an overview of the major trends shaping the container terminal sector with a guide to the maximisation of returns.
Key specialists in the fields of container trade development and terminal marketing have prepared the study. It is designed as a handbook for those developing and marketing container terminals in an increasingly competitive environment.
Table of Contents:Part I:Trends Impacting on Container Terminal Development
The study provides a summary of the key factors that are shaping the business.Globalisation is also a factor for the terminal operator 每 it is no longer sufficient to be competitive locally. Global productivity ＆benchmarks＊ are being established and new projects must pass increasingly stringent IRR requirements. How does a developer tap the capital market?
Marketing of Container Terminals provides a review of the following:
How big is the market 每 where is growth centred?Meeting customer needs 每 ship sizes/types and the terminal interface.Productivity 每 benchmarking container terminals.The True Costs of Container Terminals.Industry structure 每 who are the players and what are their strategies?Forecast Overview 每 OSC demand projections.
Part II: Developing and Marketing Container Terminals
Maximising returns on investment is largely a matter of marketing. Basic principles are well established but specific tailoring to the terminal market is less well understood. The study provides a detailed review of this dynamic process aimed at both new players and established operators in the market. The analysis is structured as follows:
1 Introducing the Container Terminal
2 Understanding Container Terminal MarketingThe Service Fundamentals of Container TerminalsThe Complexity of the Stevedoring IndustryConclusions for marketing of container terminals
3 Market ResearchObjectives of market researchPerforming feasibility studiesForecasting demand in goingconcern situationsTaking customer satisfaction surveysPreparing negotiations with customer profilesLiner terminals: Trend or wave?
4 Customer Behaviour in the Container Terminal Industry
Defining the customerDecision making unitsDecision criteriaDecision processesMarket segmentation
5 Winning Marketing StrategiesMarket share or market scopeShipper or shipping line focusCost and Service strategySeaport or Network focus?Collaborative strategiesSelecting the growth strategy
6 Servicing CustomersThe service mix of container terminalsService levels and performanceMulti-user service conceptsThe co-producing customerDedicated terminal concepts
7 Capacity Planning for Optimal UseLogistic flows on the terminalCapacity determining factorsRules of thumb for marketersService and capacity strategiesThe role of the government
8 Effective Pricing for Stevedoring ServicesWho gets the invoice?Basic pricingIncentives schemes for customersPricing for dedicated capacityPricing strategiesContainer terminal cost structures
9 Promoting and Selling the Container TerminalProotional strategies